College Basketball Powerhouse Taps Into NIL Beverage Market

Support the University of Kentucky athletes with Kentucky Blue Light, the new beer from Gravely Brewing supporting NIL.

University of Kentucky Athletic Director Mitch Barnhart and new men’s basketball coach Mark Pope hold a new basketball jersey up during Pope’s press conference on Sunday, April 14, 2024. / Clare Grant/Courier Journal / USA TODAY NETWORK

The University of Kentucky has introduced its unique NIL-branded beer, 'Kentucky Blue Light,' a creation in partnership with Louisville's Gravely Brewing Company. This beer, with its distinct flavor, not only pays homage to the state but also supports NIL efforts that benefit student-athletes in Kentucky. With the introduction of this new brew, a light lager designed for easy drinking, Kentucky is following a national trend where universities are leveraging the popularity of craft beers, much like the University of Iowa has done in the past.

Kentucky Blue Light is more than a crisp, refreshing beer; it's how fans can properly support their Wildcats, with some of the proceeds going to Club Blue, the NIL collective for the University of Kentucky. This fund supports the university's efforts to enhance its competitiveness in recruiting and retaining the best athletic talents in various sports. A strong proponent of the initiative, Mark Pope, described Club Blue as "the focal point of our whole NIL life right now" and that "this is it" regarding the future of Kentucky's roster-building efforts.

Now, the beer is being marketed for the perfect tailgate, game-watching, or just sitting back with friends. While finding great shelf space in retailers from Kroger and Liquor Barn to Total Wine or on tap at places like KSBar & Grille, Kentucky Blue Light will soon find a home in coolers across the state.

The Kentucky initiative follows a rapidly increasing college trend: More universities are moving toward partnerships with local-area breweries for their own branded drinks. The University of Iowa, for example, unveiled the "Swarm Golden Ale," which similarly fuels its NIL efforts. Beyond income sources for NIL pools, such beers foster relationships between the universities, their local-area communities, and fans.

This marks Kentucky's entry into the NIL beverage market, a testament to the innovative funding streams that are being personalized for college athletics. As NIL continues to revolutionize college sports, programs like Kentucky's are leading the way, demonstrating how universities can harness fan engagement as a potent source of support for their athletes.